GUE$$ X ASAP Collaboration release

Posted on 22 February 2016

When many people today think of denim power house, Guess Jeans, visions of outlet-shopping, designer clad house wives dance in their heads. But it wasn't always a brand for the upper class dwellers of suburbia. Back in the 90's, Guess was at the peak of its acclaim. The ultra recognizable triangle logo could be spotted making frequent appearances in music videos, magazines and television. You couldn't walk the streets with out seeing flocks of trend setting youth sporting the iconic triangle logo on their back pockets in hopes of emulating their favourite rapper or R&B singer.

On February 16th Guess dropped the first instalment of their “Guess Originals” initiative, with the premier collection in collaboration with Rapper and “Fashion Killa” A$AP Rocky. The line focuses on influential artists and cultural icons digging out inspiration from their 3 decade long archive. Rocky's collection specifically plays a vital role in the revival of Guess as a reputable street wear brand prominent in 90's hip-hop culture "I just thought about my nostalgic childhood, with hip-hop and growing up in Harlem and the Bronx, and remembering Guess played a big part in that. But kids these days have no knowledge of that. I just felt like it was necessary to tell them that Guess was actually lit back in the day." Rocky said in an interview to Complex Magazine.

The denim drenched, stripe savvy collection totes both mens and women's pieces that will resurrect some of the most highly sought after vintage styles and colour ways.

The release date was a huge success with stores and online selling out of most styles immediately. The hypebeasts were out in force and the resale game has already begun with the stripe ts selling upwards of $120-$200, the denim jackets $400 and the overalls $300. I think we will see ASAP working with Guess on lots more projects in the future.